NC ROAS: New Customer Return on Ad Spend

NC ROAS measures the revenue generated from new customers for every dollar spent on advertising.

Metric	Definition
NC Revenue	Total revenue from first-time customer purchases tracked by the pixel
Ad Spend	Total advertising spend across all connected ad platforms

Metric

Definition

NC Revenue

Total revenue from first-time customer purchases tracked by the pixel

Ad Spend

Total advertising spend across all connected ad platforms

Metadata
Type	Ratio
Data Source	Upstack Pixel
Aggregation	Ratio

Metadata

Type

Ratio

Data Source

Upstack Pixel

Aggregation

Ratio

Metric	Value
NC Revenue	$35,000
Ad Spend	$10,000
NC ROAS	3.5x

Metric

Value

NC Revenue

$35,000

Ad Spend

$10,000

NC ROAS

3.5x

How It Works

NC ROAS isolates revenue from first-time purchasers to show how efficiently your ad spend acquires new customers. Unlike total ROAS, it excludes returning customer revenue—giving you a clearer picture of true customer acquisition performance. This metric uses pixel-tracked purchase events filtered by new customer status.

When to Use

Scenario	Action
Evaluating acquisition efficiency	Compare NC ROAS across campaigns to identify which channels acquire new customers most profitably
Scaling ad spend	Use NC ROAS thresholds to determine when to increase or decrease budget on acquisition campaigns
Separating acquisition from retention	Pair with RC ROAS to understand the revenue split between new and returning customers
Setting CAC targets	Calculate acceptable NC CPA by working backwards from NC ROAS targets

Metric	Relationship
Revenue	Total revenue from all customers (numerator uses NC portion only)
Conversion Rate	Session-to-purchase conversion rate—affects both NC and total revenue
Purchases	Total purchase events tracked by the pixel

Metric

Relationship

Revenue

Total revenue from all customers (numerator uses NC portion only)

Conversion Rate

Session-to-purchase conversion rate—affects both NC and total revenue

Purchases

Total purchase events tracked by the pixel

METRICS

NC ROAS: New Customer Return on Ad Spend

Formula

Formula Components

Example

How It Works

When to Use

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics